WELCOME! Building Connections with your Customers through Social Media – Part 2 - Th u r s d a y, J u n e 11 , 2 0 2 0 2
Ingrid Deon, Owner, word-craft • Ingrid Deon, owner of word-craft, specializes in social media strategy and content creation. • Started career as a newspaper and radio reporter but made the switch to social media five years ago, working for the digital agency, Colour. • Started her own business in 2019 and currently works with clients such as Nestlé Canada, Manulife Bank, Excellence New Brunswick and Bêche Nutraceutical. 4
Building connection with your customers through social media ( Part 2 ) Ingrid Deon
Engaging with your audience
Many companies have seen an increase in engagement Customers have more time to ask questions
Anticipate Post the Most questions Important Info Prepare sample Reopening date, responses & FAQs updated hours, contact info What to Include Expect photos / videos Safety precautions, They paint a picture and REOPENING customer experience, eliminate any confusion distancing options STRATEGY
PET Engagement Plan P Method Empathy E Transparent T
Answer everything except spam and trolls! People have a lot of questions. Be honest and transparent Draft sample responses Post FAQs Use auto - response ( wisely! )
Engaging with Dissatisfied Customers Hide, don ' t delete Publicly fix the facts Post an empathetic response Move the conversation to private
75 50 Making Sense 25 of Insights 0
What should you track? That depends on your goals
Reach The number of people who have seen your post. Impressions The number of times your post has been seen. Audience growth rate (%) Brand Follower growth by week, month or quarter. Awareness
Community Engagement Rate (%) Building The number of likes / comments / shares relative to the number of impressions. Demographics Who is following your page? Best time to post When are your followers online?
Sales & Conversions Links clicks The number of times a link in a social media post has been clicked. Sales inquiries How many people are sending private messages about your product or service.
Start Small Don ' t overwhelm yourself by tracking too many analytics Choose 1 or 2 that match your goals for social media Decide whether to check weekly, monthly or quarterly Be consistent
40 30 Boosting & 20 Targeting Posts 10 0
It ' s so tempting to hit that Boost Post button
Use Ads Manager Go to your homepage Click Ads Manager on left hand side Decide on your budget Target your audience
Brand Awareness Choose your For general awareness objective Engagement For likes, comments, shares Traffic When you want your audience to click a link Video Views When you want your audience to watch a video
Geographic Age range & location Gender Target by country, Men and women province, area, street anywhere from 18 to 65 + Demographics Interests Education, relationship, Hobbies, industry, CREATE YOUR work business AUDIENCE
Placements & Budget Where will your boosted post appear? Facebook newsfeed Marketplace Instagram Audience Network How much will you spend? Daily budget Lifetime budget
Free Ways to Boost Facebook Groups Events & Promotions groups Small Business groups Industry groups Any groups where you can find your ideal customer
Some of Ingrid ' s favourite social media resources Podcasts Buffer ' s The Science of Social Media The Jasmine Star Show Blogs Social Media Explorer Sprout Social Blog Buffer Blog Hootsuite Blog Hubspot Blog Resources
Thank you Ingrid Deon www.word - craft.ca @ wordcraftingrid
FOLLOW US! TOURISM NS CONSUMER SOCIAL CHANNELS https://www.facebook.com/novascotia https://www.youtube.com/user/NovaScotiaTourism https://www.instagram.com/visitnovascotia https://twitter.com/visitnovascotia https://www.pinterest.ca/visitnovascotia 5
FEATURED POSTS Use our hashtag #visitnovascotia in social posts and tag @visitnovascotia in your instastories and tweets for a chance to be featured. 6
CROWDRIFF Using #visitnovascotia on shared photos and video can allow us to pull great imagery into NovaScotia.com through CrowdRiff user-generated photo galleries. 7
STAY CONNECTED! TOURISM NS CORPORATE CONTACTS & CHANNELS • Contact Business Development TNSBusiness@novascotia.ca • Newsletter Sign-up for inTouch • Twitter Follow @TourismNS • LinkedIn Follow Tourism Nova Scotia • Website Visit tourismns.ca • COVID-19 Resources tourismns.ca/coronavirus
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